PiONEERS iN DESiGN

H1507022 Wittus.qxp_HH000_ 7/15/15 10:03 AM Page 2
Retailing, Importing
By Bill Sendelback
Pioneers
in Design
C
ontemporary styling is a growing
trend in hearth products in North
America, but for Niels and Alyce
Wittus, owners of Wittus - Fire by
Design, contemporary is much more
than a trend. It’s both a passion and a
lifestyle, as it has been for over 37
years now.
A business that began in 1978 in
Pound Ridge, New York, by importing
Rais wood stoves, Wittus today offers
a broad range of wood stoves to the
North American market. There are hearth
products from Denmark, Germany, Italy,
Belgium and the Czech Republic, as
well as a few European-styled products
produced in the U.S.
Today, with more than 100 dealers
throughout North America, Wittus’ core
markets are architects, designers and
custom home builders.
“We select and import fine quality,
contemporary, European-design fireplaces, stoves and accessories to meet
the needs of the American market,”
explains Niels Wittus, company president and founder. “We focus on providing products with sophisticated
design, the latest technology and environmentally clean-burning systems.
Viewing the fire is key, but we also
stress design and craftsmanship.”
Although wood-burning hearth products represent 90 percent of Wittus’ sales,
the company does offer some gas fireplaces and pellet stoves, as well as pizza
ovens, camp stoves and accessories. In
addition to distributing throughout North
America, Wittus also has a retail store
in its Pound Ridge headquarters and a
warehouse in nearby Connecticut.
22
HEARTH & HOME
JULY 2015
Smart and persistent
marketers Niels and
Alyce Wittus have
been introducing
North Americans to
European hearth
product design for
almost four decades.
Back in1978, Rais, a Danish manufacturer
of wood stoves, was trying to enter the
U.S. market under the guidance of Per
Wittus, international sales manager and
Niels’ father. But the deal with a U.S.
importer didn’t work out, so son Niels
became the importer.
Niels, born in Denmark but now a
U.S. citizen, and his wife Alyce soon
found themselves in the unfamiliar wood
stove business, Niels’ initial introduction
into the business world after working
in real estate. “I combined my love of
my native country,” he says, “with the
desire that so many immigrants come
to this country with – pursuit of the
American dream.”
But that dream had a rocky start. “I
was juggling both jobs at the same time.
On my lunch break from the real estate
office I would run over to our barn
warehouse to meet a trucker to ship out
stoves and then back to my desk at the
real estate agency.”
While Niels brought passion and creativity to the challenge, his wife and now
company vice president Alyce brought
tons of business, marketing and technical
experience. A Chicago native and graduate
of Northwestern University, Alyce had
worked for IBM and then started her
own computer software company.
Later, after becoming president of
an advertising agency, Alyce was an
assistant vice president at both Dun &
Bradstreet and Mutual of Omaha. She
L to R: Alyce and Niels Wittus, owners of
Wittus - Fire by Design in Pound Ridge, New
York, sitting on the Shaker wood-burning stove.
PHOTOS: ©2015 CURTIS RYAN LEW PHOTOGRAPHY. WWW.CURTISLEWIMAGES.COM.
JULY 2015
HEARTH & HOME
23
H1507022 Wittus.qxp_HH000_ 7/15/15 10:03 AM Page 2
Retailing, Importing
By Bill Sendelback
Pioneers
in Design
C
ontemporary styling is a growing
trend in hearth products in North
America, but for Niels and Alyce
Wittus, owners of Wittus - Fire by
Design, contemporary is much more
than a trend. It’s both a passion and a
lifestyle, as it has been for over 37
years now.
A business that began in 1978 in
Pound Ridge, New York, by importing
Rais wood stoves, Wittus today offers
a broad range of wood stoves to the
North American market. There are hearth
products from Denmark, Germany, Italy,
Belgium and the Czech Republic, as
well as a few European-styled products
produced in the U.S.
Today, with more than 100 dealers
throughout North America, Wittus’ core
markets are architects, designers and
custom home builders.
“We select and import fine quality,
contemporary, European-design fireplaces, stoves and accessories to meet
the needs of the American market,”
explains Niels Wittus, company president and founder. “We focus on providing products with sophisticated
design, the latest technology and environmentally clean-burning systems.
Viewing the fire is key, but we also
stress design and craftsmanship.”
Although wood-burning hearth products represent 90 percent of Wittus’ sales,
the company does offer some gas fireplaces and pellet stoves, as well as pizza
ovens, camp stoves and accessories. In
addition to distributing throughout North
America, Wittus also has a retail store
in its Pound Ridge headquarters and a
warehouse in nearby Connecticut.
22
HEARTH & HOME
JULY 2015
Back in1978, Rais, a Danish manufacturer
of wood stoves, was trying to enter the
U.S. market under the guidance of Per
Wittus, international sales manager and
Niels’ father. But the deal with a U.S.
importer didn’t work out, so son Niels
became the importer.
Niels, born in Denmark but now a
U.S. citizen, and his wife Alyce soon
found themselves in the unfamiliar wood
stove business, Niels’ initial introduction
into the business world after working
in real estate. “I combined my love of
my native country,” he says, “with the
desire that so many immigrants come
to this country with – pursuit of the
American dream.”
But that dream had a rocky start. “I
was juggling both jobs at the same time.
On my lunch break from the real estate
office I would run over to our barn
warehouse to meet a trucker to ship out
stoves and then back to my desk at the
real estate agency.”
While Niels brought passion and creativity to the challenge, his wife and now
company vice president Alyce brought
tons of business, marketing and technical
experience. A Chicago native and graduate
of Northwestern University, Alyce had
worked for IBM and then started her
own computer software company.
Later, after becoming president of
an advertising agency, Alyce was an
assistant vice president at both Dun &
Bradstreet and Mutual of Omaha. She
L to R: Alyce and Niels Wittus, owners of
Wittus - Fire by Design in Pound Ridge, New
York, sitting on the Shaker wood-burning stove.
PHOTOS: ©2015 CURTIS RYAN LEW PHOTOGRAPHY. WWW.CURTISLEWIMAGES.COM.
H1507022 Wittus.qxp_HH000_ 7/15/15 10:03 AM Page 3
Smart and persistent
marketers Niels and
Alyce Wittus have
been introducing
North Americans to
European hearth
product design for
almost four decades.
JULY 2015
HEARTH & HOME
23
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Retailing, Importing
topped it off by doing video and data
development for Verizon. The skills of
both Niels and Alyce were needed to
bring the young company through the
early tough times.
Wittus’ stove business started without
a lot of planning and marketing strategies, says Niels. They grew by “trial
and error.” Even so, they quickly set
up almost 40 dealers, primarily on the
East Coast of the U.S., by trailering
demonstration stoves to prospective
dealers.
“Dealers really appreciated the typical
Danish high-quality manufacturing, but
these stoves didn’t sell. In those early
years, dealers only related to traditional,
old-fashioned stoves.”
With stove sales very slow through
hearth dealers, Wittus found new
opportunities in designer trade shows,
contemporary furniture dealers and consumer-direct sales through a broad range
of advertising.
“We stumbled on to a couple of trade
magazines that really catered to architects and designers,” Niels explains.
“We tested a few ads and started seeing
sales. If it wasn’t for advertising, we
wouldn’t have our sales, even today.”
Early on, Wittus’ initial dealers did
poorly in selling its stoves, because the
dealers didn’t do any local advertising,
according to Niels. “If they did advertise,
it was maybe an ad in the Yellow Pages
back in the ’70s or early ’80s. They
just did not draw anybody into the stores
until we started advertising.”
Advertising continues to pay off for
Wittus; it allows them to put their products in front of architects and designers.
“Many of our customers were not looking for a stove, but their designer or
architect said to them. ‘You’re building
this great house, so take a look at this
stove’. Many of our customers say they
never even looked in a stove shop, but
they saw our stoves or fireplaces in a
magazine.”
While the company now has more
than 100 dealers, Wittus still concentrates
its marketing efforts on reaching architects and designers. Trade show participation is aimed at the building industry,
such as the International Builders Show,
plus high-end design furniture shows
that bring in architects and designers.
“Often our products are associated
with a particular project,” he says. “An
architect saw the product, loved it and
specified it. That has always been our
bread and butter.”
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HEARTH & HOME
JULY 2015
L to R: Phenix Green 85, Folium Utensil holder with Stilus tool set, Phenix Green 120.
Sales of contemporary products were
still a slow-go back in the day, particularly those with European styling. But
that has changed for the better in the
last few years, as Wittus’ sales continue
to grow.
“Dealers are more receptive to
European-type stoves now,” says Niels.
“It’s the newer generation of store owners. They like the unique, contemporary
designs. But some still laugh and say,
‘Why can’t you put an 18-in. log in
L to R: Cubic 215 designed by Anders Nørgaard, Etna wood-burning fireplace, H530
wood-burning Insert.
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Retailing, Importing
these units?’ That’s interesting, because
very, very few of our customers ever
mention anything about log size. It’s
not important to them. They simply
order or cut their wood to size. Dealers
are beginning to understand that.”
The typical Wittus customer is usually 30 to 50 years old, affluent and
willing to spend more for design and
functionality. Niels says their buying
decision is based on the product being
attractive, contemporary, with special
unique features, easy to use and maintain
its burn capability and efficiency – and
price – in that order of priority.
“The people who buy our products
come to us because of the design, the
look,” he says. “They are not driven by
heating bills or whether their house seems
cold. That’s different than the way I think
most wood stoves are sold in this country.”
The appearance of the stove is the
most important purchase factor for Wittus’ customers, says Niels, so women
tend to initially be the “go getter” in
the sale. Efficiency and emissions are
down the list of factors, but Niels sees
these as more of a factor with his
younger customers.
“They’re very concerned about the
impact of emissions and efficiency, but
they don’t typically come to us and say
they’ve looked at another stove boasting
78 percent efficiency and ask why ours
is only 70 percent. Most of our customers don’t look at it that way.
“But there has been more focus on
conservation in the last 10 or 15 years
that has brought about a different focus
for this newer generation of Americans
who are beginning to understand the
concept of being responsible and not
wasting energy. We consider our products to be warm furniture that people
want to live with and enjoy.”
Today Wittus has much better success
finding good dealers, with a few dealers
selling 15 to 20 stoves a year. But sales
of seven to 15 stoves a year is what
Niels considers a good dealer.
“Our successful dealers tend to be
larger, high-end fireplace shops with second
or third generation, younger owners. They
are more apt to like our unique contemporary designs, and they advertise. Especially with our products, you just can’t
wait for people to come in. You have to
show them that these products exist.”
Wittus does extensive national advertising for lead generation to its dealers,
but it encourages dealers to contact their
local architects and designers through
the local American Institute of Architects
chapter.
“Some of our more aggressive dealers
will visit architects, designers and
builders with a binder of their products,”
he says. The company also offers technical service and sales training support.
Besides sales leads generated from
national advertising and an extensive
web site, Wittus assists its dealers with
local advertising. It also offers additional
discount incentives for increasing
amounts of sales.
“We try to encourage them (dealers)
and make their job easier,” Niels says.
But if a dealer really wants to sell contemporary products, he has to rethink
his marketing and displays, advises
Niels. He suggests that the dealer dedicate a section of his/her showroom
into a contemporary area where different styles, colors and features can
be shown.
“You want to establish a modern setting for these units. That’s one thing
that helps make dealers successful with
contemporary,” he says.
While 90 percent of Wittus’ sales
are from the U.S., even Niels is surprised
why only 10 percent of his business
comes from Canada since Canadian
dealers and consumers have for so long
been much more accepting of contemporary styling.
L to R: Cosmo 1500 wood-burning stove, Linea wood holder, Stromboli rotating wood-burning stove, Cosmo Pedestal wood-burning stove,
Cosmo 971 clad in sandstone wood-burning stove.
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Retailing, Importing
“The demographics of Canada are
very promising for contemporary,” says
Niels. “In many ways, the Canadians
have more of that European sense of
wood-burning culture than the average
American. But we’ve never had the
time to devote to that market.” Until
now. Wittus recently contracted with
Cookstoves Canada, a large Canadian
stove distributor and marketer to offer
Wittus’ product up north.
Although most of Wittus’ products
are contemporary wood stoves, the company also offers contemporary wood
and gas fireplaces. Niels admits that
these units are not inexpensive, with
the average installed price hovering
around $15,000.
“They mostly go into very unique,
architecturally-designed homes,” he
says. “Certainly energy efficiency is
important, so that people can have their
fireplace and feel good about it without
wasting energy.”
Wittus’ German-made xeeos Twinfire model is EPA-certified and 93 percent efficient, and its Bodart & Gonay
Phenix Green zero-clearance model is
also EPA-certified.
However, getting their European
suppliers to understand the need for EPAcertification has been a problem for years.
“They would say, ‘Our stoves are very
clean-burning and meet the European
standards, so we shouldn’t have any problems,’” says Niels. “But none of the European stoves meet EPA standards right
out of the box because EPA standards
and testing are different from European
standards. Testing to our EPA standards
can cost from $15,000 to $100,000,
depending on the stove modifications
needed. These suppliers find it huge just
to understand our EPA standards.”
In 2013, Wittus-Fire by Design was
awarded second place in the Wood Stove
Design Challenge in Washington, DC,
with its unique and efficient Twinfire
series wood stoves. In 2014, the company
also took second place in the Collaborative Stove Design Workshop, again
with its Twinfire series, and received the
highest score for consumer appeal.
“So we are trying to be instrumental
in the next generation of wood stove
technology as well as promoting and
influencing modern design,” Niels says.
“We as an industry have not even started
Domino 8 Max cookstove/range.
Store Name: Wittus – Fire by Design
E-mail: info@wittus.com
Gross Annual Sales: N/A
Location: 40 Westchester Ave., Pound Ridge
New York 10576
Phone: (914) 764-5679
Av. Sq. Ft. of Building Space:
Showroom: 1,500
Warehouse: as much as we need
Outside Area: 500
Snapshot
Number of Stores: 1
Owners: Niels and Alyce Wittus
Year Established: 1978
Number of Employees:
Full-Time: 4
Part-Time: 1
Web Site: www.wittus.com
on the contemporary market. There is a
huge market out there of the next generation of people who want something
different in their homes and are not happy
with the traditional stove look.”
Brands Carried:
Barbecue/Outdoor: Happy Pizza – outdoor
ovens; Harrie Leenders – camp stove;
Wittus/Bent Falk – grill, pillars
Hearth: Bodart & Gonay – built-in wood
fireplaces; De Manincor – cookstoves;
Eurimex/Skantherm – Shaker stove;
Ferrari – accessories; Harrie Leenders –
accessories; Jydepejsen – wood stoves
and inserts; MCZ Spa – pellet stoves;
Red Anvil – accessories; Romotop –
wood fireplaces; Specht/xeoos – Twinfire
stoves; Wittus/Bent Falk – Klassic; Wittus
– flatfire gas fireplace
Advertising % of Gross Revenues: 10%
Wittus – Fire by Design, Pound Ridge, New York.
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JULY 2015
Advertising: Newspapers 5%, Magazines
70%, Direct Mail 15%, Other (Web) 10%